Lego

Tom Dougherty, CEO – Stealing Share

1 May 2018

Lego: The best toy brand with only one flaw

I adore my grandkids. Perhaps it’s because I hand them back to their parents at the end of the night — you know, when they are cranky. And my job is done. As a relatively new grandad, my life has been reintroduced to a host of kids’ products, Play-Doh, kids’ shows on PBS and the like. Just this past weekend, my grandson Liam was lugging around a carrying case of the best kids’ product of them all, Lego.

LegoEven as an adult, I could idle away the time — which I did with Liam— scouring over a pile of Lego for the perfectly sized brick to fit my working masterpiece. It’s a process that is both intoxicating and painful; much like tinkering on a 1000-piece puzzle. Soon enough, an hour slips by. My typical creation (a rectangular vehicle with a yellow, smiley faced dude at the wheel) impresses even a three-year-old. Why? Because he loves destroying it, as all kids seem to with Lego.

The Lego group was founded in 1932, named after the Danish words, “leg godt.” That word means “play well.” I cannot think of a better name.

The brick represents the Lego brand perfectly. As, when I consider it, I think of an impervious object that can battle any element with ease.”

Just don’t walk on a Lego with your bare foot

I remember my son, almost 30 years ago, sitting with a monstrous pile of Legos in the middle of our living room. Piecing together a pirate ship. This, in my mind’s eye, might be the last semblance of him as a kid. It’s a sweet memory.

Now, aisle of stores, cinematic features (animated and documentaries) and video games (Star Wars, Lord of the Rings and Harry Potter, to name a few) fall under the Lego umbrella. The brand is more potent than ever, winning the hearts of new generations of kids with a surprising power. I mean, who knew the Lego movies would actually be…good.

The brick represents the Lego brand perfectly. As, when I consider it, I think of an impervious object that can battle any element with ease. So too is the Lego brick, unyielding and impermeable — a brand that isn’t going anywhere any time soon.

Its only drawback? If you step on one with your bare foot you’ll scream like the MGM Lion. But I leave that little surprise for Liam’s parents.

See more posts in the following related categories: Branding

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